Using a website template isn't unusual in the multifamily industry. But relying on default settings can make your community's site feel generic. The good news? Website template design doesn't have to look like a cookie-cutter solution. With a few intentional choices, you can customize a template and make it feel completely on-brand.

Budget, timing, and team capacity often influence whether a marketing team uses a template instead of a custom-built site. But even if you're not starting from scratch, the right website template design choices can set your community apart. Following your brand guidelines closely will ensure that every online touchpoint—socials, print, email, and web—feels consistent and trustworthy.

One of the simplest yet most effective website template design decisions is customizing fonts and colors. This is where your brand can really shine. Instead of default settings, use the exact HEX codes from your brand palette and match your typography selections.

Precise customization creates consistency across all platforms. When prospects jump from your social media to your website, they should immediately know they're still interacting with your brand. This level of detail strengthens trust and creates a cohesive resident journey.

Most templates default to plain white backgrounds—but that doesn't mean you have to stick with it. Backgrounds are an opportunity to showcase personality within your website template design. Whether it's a bold brand color, a subtle texture, or a custom pattern, the background sets the tone.

Options include:

• Patterns or textures tied directly to your brand identity
  
  
• Custom images or graphics that break up page sections while reinforcing brand style
  
  

To make this work, keep quality top of mind. Use high-resolution files, test across devices, and avoid visual overload. The goal is clean, professional design—not clutter.

Property images are important for showing apartment layouts, amenities, and community spaces—but they're just the beginning. To make your website template design memorable, add visuals that feel unique to your brand.

This could mean:

• Adding subtle graphic overlays using branded elements
  
  
• Using accent typography as part of visuals
  
  
• Swapping standard photo blocks for fully designed graphics
  
  

Stock photos can also play a role when chosen carefully. They can help prospects envision themselves as residents, but the images must be consistent in style and tone with your brand.

The details matter. In fact, micro-elements within your website template design can push your community further ahead of competitors. Some commonly overlooked areas include:

• Buttons: Shape, color, and hover effects all influence user interaction.
  
  
• Iconography: Custom or well-selected icons can highlight amenities while adding personality.
  
  
• Bullet points and list markers: Arrows, diamonds, or unique symbols aligned with brand guidelines help maintain a polished, cohesive look.
  
  

Every small design choice plays a role in how prospects perceive your brand.

Even with customization, there are a few mistakes that can undermine your efforts. Be sure you:

• Do NOT overload the site with patterns or busy visuals
  
  
• Do NOT use low-resolution or poorly cropped images
  
  
• Do NOT insert text directly into images unless it's designed that way intentionally
  
  
• Do NOT skip mobile testing—most prospects will experience your website on their phone first
  
  

A template doesn't have to look like a template. With the right design choices, you can create a multifamily website that feels custom, polished, and on-brand. Lean on your brand guidelines, collaborate with your creative team, and use your website template as a flexible framework for building a digital experience that resonates with prospects and future residents.